Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

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PROSPECTS

Over half of this category is comprised of super premium fragrances, of which there are no equivalents in terms of quality and prestige in the lower price brackets. Due to the still relatively low level of consumption per capita in Poland, however, overall category growth is achieved by both increasingly wide distribution and an ever more diverse range of super premium brands available in the country.

High value product attributes followed by convenience prove attractive

Over and above luxury product values, Polish consumers expect specific convenient solutions in terms of easier application, handy packaging and closure, as well as cross-category benefits, such as anti-ageing, UV protection, or skin lightening, as well as products that target specific user groups. Manufacturers of colour cosmetics in particular present a high level of innovation in terms of marketing product extensions.

Packaging trends continue to shape the category

Towards the end of the review period, there were two main packaging trends in this category. The first involved attractive packaging shapes, predominantly in fragrances and colour cosmetics.

COMPETITIVE LANDSCAPE

Globally-renowned brands also lead in Poland

Many major global super premium beauty and personal care brands offered are also available in Poland. However, the clear leader is Chanel, which offers well-known and aspirational brands that are appreciated for their long tradition, high reputation, prestige and quality.

Most consumers opt for conspicuous luxury as absolute luxury outside their financial reach

The perception of luxury brands in Poland still relates to visual aspects and brand reputation with consumers highly attracted by advertising and celebrity endorsement. Hence, they are inclined to purchase ostentatious/conspicuous luxury brands, which are usually available in outlets located in popular shopping malls.

Multibrand stores remain important for luxury brands

As the Polish super premium beauty and personal care category is still emerging, major luxury brands establish their presence in prominent multibrand drugstores. In these venues the luxury brand owners focus on enriching the point-of-sale experience of their customers.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Super Premium Beauty and Personal Care industry in Poland with research from Euromonitor's team of in-country analysts.